subject: Could Healthcares Biggest Disability Be Their Fear Of Viral Promotions? [print this page] Possibilities for affordable Internet health product marketing continue to emerge and to be ignored by many health care marketing firms, who have hesitated to adjust to the rapidly changing online environment. Partly this is due to uncertainty about the upcoming revision in FDA online health care advertising guidelines. Other reasons include the prominence of physicians in healthcare (even on the business end) has traditionally been a business barrier for aggressive marketing techniques. But look for a surge when the new FDA guidelines are issued in 2010, and a substantial opportunity for healthcare products that are light on their marketing feet and ready to learn about the new landscape.
Here is a snapshot of some of the new opportunities:
More accurate ad targeting: Google advertising allows advertisers of pharmaceuticals and medical equipment unprecedented geographic and demographic targeting of relevant therapeutic groups as well as low-cost automated consumer behavioral analysis.
An increasing use of video and interactivity: Internet videos attract. The same video ads have been shown to generate higher brand awareness and recall when placed online than when placed on TV. YouTube videos can be posted free, made interactive, and spread virally. They can be various in form: infomercials, presentations, testimonials, educational videos, and video blogs. And the growth rate of video advertising is phenomenal, projected at 35 to 45 percent growth for each of the next five years. Uses include:
Education and demonstration for physicians
YouTube channels for community health interests and patient and physician groups
TV pharmaceutical and nutritional commercials gone viral
Testimonials from patients and physicians.
Greater use of video and interactivity in support websites for potential and current patients or sufferers.
A new style of marketing: Nothing is more important in health care marketing than trust, and marketing through social media offers a number of ways to personalize the companys business through creative and interactive blogging company podcasts and videos, and testimonials.
Internet Marketing Specialist, Rohit Barman, President of DPS America Inc. is well acquainted in this arena. As a former marketing director for a nationwide Part D insurance company, and having created a medical emergency response service catering to the elderly and disabled, he urges healthcare providers to really take advantage of the remarkable Internet world. He speaks directly to all healthcare providers in his bold lectures & consulting, The Internet is an enormous world, where you can decide who you want to deliver your message to. If you cater to senior citizens- target their adult children. If youre in the cosmetic services- cater to women. Create a presence, grow your network, and thrivewhile your competition is fixated on adhering to HIPAA guidelines.
